How to create high-converting ecommerce landing pages (+ examples)

So you’ve been investing on ads and, although your website gets traffic, you’re not selling as much as you’d like.

Why does this happen?

  • Mistake 1: the links to the ads are on the home page.
  • Mistake 2: the links redirect to a category site (not bad, but not ideal either).
  • Mistake 3: you’re taking users directly to the product cards.

You could avoid this last mistake if the product card is optimized and labeled with captions so that it persuades the user to buy the product. Even so, there are specific cases in which this solution is not the best one for certain sales (high-ticket products, for instance).

No worries. We have an ace up our sleeve: landing pages.

That is, a page created with the sole purpose of converting. In this post, we’ll explain everything you need to know to create a landing page for your e-commerce so you can start converting for real.

Are you ready?

Start clearing the landing strip for your users to land easily on it. 😉

👉What is a landing page in an e-commerce and why is it useful for generating higher conversions than your ads do?

Literally, a landing page is a page for landing…

If we stick to this definition, in theory, any page we get redirected to from a link would be a landing page (be it an ad, a post on social media or an e-mail).

But in reality, things are a little different.

When we speak of ‘landing page’ in digital marketing, we mean a page that is optimized for converting. That is, to catch the user’s attention and have them complete the action we want them to, whether that is:

You must be thinking something like: “but if the landing page works for selling too, then how is it not the same as a regular product card?”

Let’s see that now.

✅ Landing page vs. product card: how are they different?

According to a study conducted by Monetate, a landing page converts twice as much as a product card.

There must be a reason, right? 😉

Indeed, there are two main differences between a landing page and a product card:

  1. One goal/many goals: a landing page is a page that has been designed for a sole purpose. If that purpose is selling mobile phones, the entire landing page will be set to take the user to the purchase. Instead, on that mobile phone’s card, we might try to make the user buy a case and a screen protector (cross selling) or make them select an upgrade (up-selling).  What’s more, while they are reading the card, it’s likely that they get an active sale pop-up.
  2. Zero distractions/multiple distractions: in a product card there are many elements that might divert the user’s attention, from related products to breadcrumbs (those tiny links that show up on the upper part of the card and that enhance navigability). Instead, when we design a landing page, we eliminate any element that represents a distraction. There are some landing pages that don’t even have a menu in order to prevent the user from leaving the page.

Besides, the normal thing is for the landing page to be optimized constantly to maximize conversion (including running A/B tests).

👉 6 key points to create a high-converting landing page (with real examples)

Let’s get into it: what you need to create a landing page that converts visitors into customers.

Here we go! 😉

✅ 1. Define the goal of the page

Before you start setting it up, you must bear in mind what the goal of your landing page is.

This will help you convey the sales message. It will also help you determine:

  • The design: depending on the goal of the landing page, the design will vary. For example, if your goal is to get a user’s e-mail, you can use a squeeze page, which is a shorter page designed for getting subscribers (whose form is placed at the beginning of the page to increase the possibility of having users filling it out).
  • The length: it’s not the same to sell a product to an audience that does not know you at all than to your followers on Facebook. In the first case, you’ll have to explain at length who you are and build up trust. In the second case, the audience already knows you, so it won’t be necessary to be so extensive. The same would happen if we wanted to sell an expensive product. The page would have to be longer to explain in depth the benefits, overcome objections and justify the purchase.

Once we know the purpose of this page, we can start to shape it with the content.

2. Create a captivating heading

It’s the first thing we see as we land on the page.

The heading must be concise, direct and attract the user for them to keep on reading.

In this example from On That Ass (a website that offers a subscription service about male underwear), we can see how they try to draw attention with a funny heading that reads: “We dare you to wear it.”

crear-landing-page-ecommerce (1) (1)

You don’t always need a provocative heading. There are other ways in which you can catch the visitor’s attention, such as targeting the client’s needs or mentioning some of the product’s benefits.

Let’s dig deeper into this.

✅ 3. Use persuasive copywriting

In order to get conversions, you need to deeply know your buyer persona.

Only then you’ll know concretely what product features your customers are interested in.

Then you’ll have to use that information to boost conversions. This is where copywriting plays a big part.

In other words:

  • Target the soft spot: look for your customer’s “weak side”, the one your product solves.
  • Talk about benefits: the features are fine, but what your customer is interested in is how that product will improve their life if they buy it.

For example, this is Skullcandy’s (the headphones brand) landing page.

landingpage-ecommerce

Look at how, in only a couple sentences, they highlight:

  • Their audience’s need: street noise keeps you from enjoying music.
  • How this product solves that need: their headphones cancel all of the external noise and make you listen to your favorite music loud and clear.

They could have talked about the kind of material used for fabricating the noise cancelling technology or any other features. But would that message have been effective? Would it have made you want to buy the product?

Of course not.

If you want to dig deeper into this technique, check out our post on copywriting.

✅ 4. Use captivating images (and videos!)

Inevitably, we are drawn to what’s visual.

With an eye-catching image you’ll increase your chances of having the user stay on the page and read your text.

ecommerce-landing-page

This Blue Apron landing page is an example of it. From the very start, it catches your attention with colorful and appealing dishes. At the very least, it surely gives you an appetite. And if you’re into cooking, it’ll awaken your curiosity too. 😉

On the other hand, if your product is a complex one, it’d be interesting to add videos that explain how it works or testimonials from customers that have used it.

✅ 5. Build up trust with testimonials and product reviews

Satisfied clients are the best warranty any product can have.

That’s why most of the time, before we buy anything, we go on Google and we search for other people’s opinions.

Keep this in mind and include customer testimonials or product reviews (these can be the opinions your customers have left on Amazon or on any other marketplace you use to sell).

landing-page-para-ecommerce

Barkbox, the online store that ships themed boxes, includes these testimonials on the landing page of their ‘Super Chewer’ boxes. Besides, they come with photos of pets using their toys. As you can see, it’s a good way of building up trust and even overcoming objections byusing your customers’ reviews.

✅ 6. Include a CTA button

You’ll have to include a CTA (or call to action) button once or several times throughout the page since it encourages the user to complete the action you want them to. These are some standards the CTA button should meet:

  • It must be eye-catching: the button must stand out before the other elements. It usually has a different color from the rest of the page.
  • A clear and direct message: the user must know what will happen when they click on it.

Here’s an example of a CTA button on one of Nike’s landing pages in which they advertise shoes made out of waste and they encourage you to buy any product from this new collection.

landing-page-ecommerce

The black button stands out clearly against the white background. When you read the message “Shop sustainable apparel” it’s clear that if you click on it, you’ll be redirected to Nike’s sustainable apparel catalogue.

👉 Optimize your landing pages to the limit for more conversions

Now you’re ready to create as many landing pages as you need for your e-commerce.

It’s convenient that you design different versions for each of them (aka A/B testing) to evaluate and verify the ones that work best.

Last, we also recommend that you use segments and create different pages for each audience. As we mentioned earlier, we won’t use the same landing page for someone who doesn’t know us at all than for one of our subscribers.

Customize them for each audience and you’ll see your conversions improve.

We hope this post has been useful and that you get to put it into practice asap.

Go get them! 😉